BRAND

PRISM
Name – kanika bhasin
Roll no. - 01
What is a
Brand?
“brand” is the
perception
customers have
about aproduct
or service.
-JerryMcLaughlin(Forbes)
BRAND
IDENTITY
 . Physique
is the set of the brand’s physical features, which are evoked in
people’s minds when the brand name is mentioned. Kapferer
EXTERNALIS states that this aspect has to be considered the basis of the brand

ATION
Personality
is the brand’s character.This can be realized by using a
specific style of writing, using specific design features or
using specific colour schemes. Also a person can be used to
vitalize a brand.
Culture.
is the system of values and basic principles on which a brand has to base
its behaviour . Many associations in this area are linked to the country of
origin - Mercedes-Benz to German ones and Citroën to French ones.
 RELATIONSHIP
INTERNALISAT Once the consumers build a relationship with the brand, the
ION brand can demand consumers to do things which it believes
in.
Reflection
makes reference to the stereotypical user of the brand and is
the source for identification. When thinking in terms of
reflection, in the case of Coca-Cola you could describe the
consumer base as15 to18 year olds
Self-image
is kind of a mirror the target group holds up to
itself. A Porsche driver who thinks others will think
he is rich because he can afford such a flash car